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4 page Advert tested – Waitrose

4 page Advert tested – Waitrose. Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers. Perceived branding clarity %. Normative data (averages). Very clear. Quite clear. Category (74 ads). UK (863 ads).

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4 page Advert tested – Waitrose

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  1. 4 page Advert tested – Waitrose Source: Guardian Category: Retail Date: October 06 2011 Tested: November, 2011 Sample: 95 Chief shoppers

  2. Perceived branding clarity% Normative data (averages) Very clear Quiteclear Category(74 ads) UK(863 ads)

  3. Involvement & Motivation(AdEval™) 6 simple questions derive Involvement and Motivation • Positive answer to 2 out of 3 of: • People like you would like this advert? • Would like to see the ad again some time? • Gives feeling that what was said about brand was worthwhile? Q = Involved • As well as being involved, positive to 2 out of 3 of: • Increased interest in using BRAND? • Improved opinion of BRAND? • Would mention points / impressions from ad in conversation? = Motivated Q

  4. Involvement & Motivation (AdEval™)% Total Motivated/involved 69% Normative data(averages) 57 49 motivated involved Category(74 ads) UK(863 ads)

  5. Motivation (AdEval™) vs. benchmark data% Normative data motivated Bottom 25% UKAverage Top 25% Top10%

  6. Involved (AdEval™) vs. benchmark data% Normative data involved Bottom 25% UKAverage Top 25% Top10%

  7. Total Motivated/Involved(AdEval™) vs. benchmark data % Normative data Total motivated/ involved Bottom 25% UKAverage Top 25% Top10%

  8. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

  9. Impact and Role for Advertising % Impact Reminds me of TV Re-appraisal Depth of information Emotional connection Category average Call to action Test ad

  10. Impact and Role for Advertising % Impact Reminds me of TV Re-appraisal Depth of information Emotional connection All UK average Call to action Test ad

  11. Involvement diagnostics The involvement diagnostics ‘wheel’ shows how actively engaging ads are perceived to be by consumers Respondents choose one word from sets of 4 words, to describe ad The preferred territory is generally the top of the wheel, where descriptors are both active and positive. The worst position for standout and involvement is the passive negative area at the bottom of the wheel Higher ‘interesting’, ‘distinctive’ and ‘involving’ responses are linked with higher memorability and brand response

  12. Involvement diagnostics% Distinctive Involving Interesting Disturbing Soothing Unpleasant Pleasant Gentle Irritating Category average (28 ads*) Test ad Weak Boring Dull *Added in February 2011

  13. Involvement diagnostics% Distinctive Involving Interesting Disturbing Soothing Unpleasant Pleasant Gentle Irritating All UK average (330 ads*) Test ad Weak Boring Dull *Added in February 2011

  14. Contacts For further information, please contact: Judy HarmanJulia Harrison Planning Director Associate Director Newspaper Marketing Agency Kantar Media 020 7747 2136 020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com This study is based on the TNS Mercury™ model of assessing advertising creative

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